Primark brings adaptive fashion to the high street

Primark is partnering with adaptive designer and disability advocate, Victoria Jenkins, to make adaptive fashion easily accessible and affordable.

Victoria Jenkins founded the award-winning adaptive fashion brand Unhidden in 2016, with the mission to normalize adaptive fashion through the lens of her disability journey. Unhidden launched its first range in 2020 and has gone on to be the first adaptive brand to become a member of the British Fashion Council and show at London Fashion Week.

The partnership will see Jenkins work with Primark to introduce more adaptive clothing following the launch of its first adaptive underwear collection in January.

Ann Marie Cregan, Primark's Trading Director, said: "We’re proud to be working with Victoria, who for years has been such a vocal advocate for inclusive fashion and universal design across the industry.

"Like us, Victoria is really passionate about making fashion accessible to everyone and we’re looking forward to learning from her and working together to accelerate our ambition to bring more affordable adaptive fashion to the high street."

Victoria Jenkins added: "I am thrilled to be working with Primark as part of my mission to bring affordable adaptive fashion to the high street.

"Primark recognising the needs of the disabled and chronic sick community and acting upon it in such a meaningful way is going to be life-changing for millions of people, and I am excited to work with Primark to bring this to life."

In January, Primark made a pledge to make "adaptive fashion more accessible and affordable". It launched its first-ever adaptive four-piece lingerie collection designed around the needs of disabled people.

In recent years the retailer has also expanded its ranges to offer more specialist products including post-surgery underwear, menopause ranges, period underwear and swimwear - all still at the value prices it's known for.